With ‘new music business mode’, can Wang Feng hold up half of the music world?
iwini is a brand new digital platform as a collection of video media, social interaction, music derivative products and information dissemination

Several daysago, CMBN wrote an article about indie musician digital agent platforms. It mentioned that there was still imagination space for indie music market and there were more platforms served for indie musicians.

On February 28th, Wang Feng Studio announced the launch of iwini – its brand new internet music platform.

Previously, onFebruary 25th, Wang Feng mentioned his new platform through Weibo,he wrote, “I believe this brand new internet music platform would change our music environment, establish new music business mode, help musicians regain
dignity and wealth, and make music re-loved and expected by people!”

Though the “Newmode” has been mentioned by more and more people, a motivation to do somethingfor music always move people. Now, let’s see some new movements of Wang Feng.

Imixdio, serving musicians and users

On February 25th,Wang Feng said on Weibo, “At today’s era, when music is struggling to survive,I think I have to do something for it.” Then, Wang Feng’s new platform – iwini –was first unveiled on February 27th.

According to thereports, as the first official sub-platform of iwini, imixdio – a broadcastingplatform launched on February 29th– will record real andinteresting lives of different musicians and music lovers through voice andimage.

That is to say,first of all, it is an audio and video platform, rather than a pure radioproduct. After all, in terms of audio contents, imixdio may not be able tocompete with former products in the market. Additionally, now foreign audiostreaming platforms are trying to explore their own video area. Spotify alsoofficially launched its podcast function, which indicates that video is animportant and attractive aspect in music business.

Secondly, imixdio not only serves musicians, but also emphasizes the experience of music lovers. It’s a bit like the combination of Apple Music’s Connect and app 17which everyone can make live. As for musicians, they can upload audio, videoand information to fans. And in return, fans can interact with musicians onimixdo. At the same time, users can record anything between them and music, upload it or share it in their social circle.

“New music ecology” iwini platform

So far, exceptfor imixdio, Wang Feng and his team are tight-lipped about iwini.

After introducing the idea of iwini (winning), they only said that iwini is a brand new digital platform as a collection of video media, social interaction, music derivative products and information dissemination. Inwini internet musicplatform will launch sub-platforms with different functions step by step.

Finally, it will build a vital new music ecology.

Only after thelayout finished can we clearly see the full image of iwini. However, this doesnot mean we cannot understand or predict Wang Feng’s product.

Besides imixdio,reports on February 26thby Wang Feng Studio also revealed “whenvoice, video, or information product created by iwini, we hope it is a kind of goodwill and surprise after it being spread rapidly.” This is to say, iwinicould be a creation platform for musicians.

Meanwhile, WangFeng Studio also highlighted the interaction among people. It also means thatthis platform can provide interaction for musicians’ creation.

However, will itconnect professional people in all links of music production like Behinders? Orwill it allow musicians to create a song with ordinary users like Heyinliang?We have no idea about these.

In addition,according to the introduction of iwini (music derived products and informationdissemination), there might be channels that offer peripherals sale and tickets for musicians, as well as channels for musician information. Or there may bemusic e-merchants selling music derivatives or media platform for informationdissemination. But the former is more likely to happen.

In terms ofserving users, it will offer channels for acquiring information, buying products (peripherals, tickets), as well as offer a platform with socialfunction and creation function.

Music producing+ disseminating + selling + social networking – this is the full image ofiwini, which is also the way that Wang Feng helps musicians to regain dignityand wealth, and also the way that makes music expected by people again.

Competition among new platforms?

When referringmusician service, it is also necessary to mention Ali Music’s new platform thatweakened player function to fully focus on “service”.

Though Ali keptgood confidentiality about this new platform, it could not stop people’scuriosity. It has been called “Taobao” in music business in a wide range.

Ali Music saidit will be the largest musician service platform in the world. Gao Xiaosongrevealed, “What do we want? Lower the threshold of entertainment enterprising.Yong people should not go to Zhongguancun to start their business. Do it byusing your passion for music, for instrument and for technology.”

That is to say,Ali Music’ platform seems to build specially for musicians and takes theresponsibility of breaking industrial information barriers.

Judging from thepublic information at present, Ali Music’s musician platform shares similaritywith BandPage which was just acquired by YouTube. Musicians can open theirhomepage on BandPage, list products to stimulate fan consumption. Musicproducts cover “pre-sale tickets, online concert, peripherals, signed photos” and so on.

(Will selfie bepriced for sale?)

However, as ithas been called “Taobao” and aims at breaking information barriers, then Ali’snew platform may not only have musicians selling products as individualmerchants but also have producers, or songwriters selling their products.

For example, if youare clear about the price of a producer, you can compare him or her to otherproducers in order to find the most suitable one to produce music for you. Oryou might be a songwriter who do not need to worry about online lyricinfringement. You can have an auction or sell it with a price you want.

Socompared with Wang Feng’s iwini platform, they have different directions thoughthere are also similarities. Wang Feng’s iwini is more fan-faced, while Ali’splatform focused on musicians and their works. So, it is very hard to judge which one is better.

Wang Feng’s involving in half of the music world

Since 2014, WangFeng is no longer simply a singer.

In August 2014, WangFeng Studio, Compass Culture, and LeTV Music cooperated to hold an O2O paidconcert. Later, in July 2015, Wang Feng also became the co-investor of YEMALive. In 2016, there was news saying that Wang Feng had become the Director ofa company named Hangzhou Azeroth, curved a stake in listed company. It is clearthat Wang Feng has already looked for other roles besides being a singer.

In all theseactivities, the most noticeable is Wang Feng’s investing in his own headphone –FIIL. It was in July 2015 when the news that Wang Feng started to make headphonefirst came. Later, in October, Wang Feng stood at a technology conference asthe Product Manager, confidently introducing his three headphones.

So, why did WangFeng choose to make headphones while others crowded in intelligent earphonemarket? Wang Feng’s iwini platform gave the response.

Earphone plusplatform. What can you think of? Beats and its Beats Music, or Apple whichacquired Beats and its Apple Music.

Though hardwaredoes not have strong relationship with platform now, but if Beats earphones withexclusively in-built Apple Music have been put into production, it could beanother reason for users to love Beats. At the same time, Beats users could possibly be faithful Apple Music users. A glance at steaming media platforms’cooperation with intelligent home appliance and intelligent studio could reveal their future with intelligent earphone.

Though, WangFeng’s iwini is not a streaming media, it can create and promote works and itcan also connect between music and users’ earphones. Wang Feng’s producing +disseminating + social networking + selling digital music ecology circle ispresented.

Don’t forget,besides digital music, Wang Feng also participated in O2O concert, and investedmusic live app. Despite the final platform experience, earphone sale, with somany activities in music business, shouldn’t Wang Feng be close to half of the music world?